What is a Key Value Proposition?
A value proposition is, essentially, a statement showcasing why someone should choose your products/services over those of a competitor. It can appeal to a person on one or more levels.
A business owner can brand his or her company as the cheapest, most luxurious, most eco-friendly, most efficient, fastest, or friendliest. A value proposition can also be based on a company's geographic location, ability to offer a specialized, niche service, or loyalty to a particular cause (i.e. Made in America)
A key value proposition in Google is a bit different from a value proposition. A Google display ads value proposition is the criteria set to ensure your ads are worded right and displayed to the right people at the right time. It is your value proposition tailored to appeal to whoever may be seeing your Google ad at any given time.
Table of Contents:
The Benefits of a Key Value Proposition
How to Set the Criteria for a Key Value Proposition
How to Enter Your Key Value Proposition Information in the Google Ad Interface
How to Monitor Your Google Ads Campaign
The Benefits of a Key Value Proposition in a Google Display Ad Campaign
It will take extensive research to determine the criteria to set for Google search campaigns. You may even want to hire a firm that conducts market research to help you collect data, especially if you are starting a new company and don't have existing customer data to rely on.
Even so, the results are more than worth the effort. Selecting the right keywords for your campaign will ensure your Google search ads are shown to consumers who are most likely to visit your site or make a purchase. Choosing timing helps you catch potential customers at just the right time, when they're actively searching for what you have to offer.
How to Set the Criteria for a Key Value Proposition
The first step in setting the criteria for your key value propositions to select the right target audience. Consider the nature of your products and/or services and your location to see which types of people would be most likley to be do business with you. Are your products primarily for men, women, parents, the wealthy, middle-class indidividuals, young people, the elderly, or individuals from a particular ethnic background?
You'll also want to look over your organic traffic stats to see what type of people come to your site and who makes purchases. Take into account the net value of purchases made, which types of people turn into repeat customers, and who is happiest with their purchases.
Once you have identified your target audience, it's time to choose the right keywords for your online marketing campaign.
If you are familiar with search engine optimization and its role in generating organic traffic to your site, you likely have some keywords that help you rank well or at least somewhat well on Google.
Some or all of these keywords can be ideal for use in Google ad campaigns; however, you'll also need to consider the cost and competitive nature of these keywords. If a lot of companies are using these same keywords in their own Google ads campaigns, you could face stiff competition and high prices.
Use a keyword tool to find keywords that get ample traffic but have minimal competition. These keywords will be inexpensive to use in your search engine market campaign but still viable enough to generate a high return on investment.
If you don't set a specific time to display advertising, your ads will run all day. This is a huge waste of money as the consumers you want to target won't be on the internet all day. What's more, even when they are online, there are times when they are more likely to pay attention to your ads than others.
Many brick and mortar companies run ads only during regular business hours. This is wise, as the business can only serve consumers when it's open and many people doing a search for a local business are doing so because they need immediate service and assistance.
Internet-based companies don't have to worry about local business hours but they should be in tune with important happenings and their audience's habits. For instance, it's pointless running Google advertisements during the Super Bowl if most of the company's target demographic is watching TV. On the other hand, running ads related to a popular TV show right after an episode airs, as people are thinking and talking about the show, can boost website traffic and sales.
Holidays can also affect the efficacy or Google search result ads. If the consumers you want to reach are celebrating with family and friends, you'll want to pull ads to save money. However, the days leading up to certain holidays may call for extended advertising time. On the days before Christmas, for instance, many people are doing last-minute shopping at night so you may want to extend your Google Adwords time slots to appeal to late-night shoppers.
How to Enter Your Key Value Proposition Information in the Google Ad Interface
Choose Your Objective
What is the end result of your digital marketing strategy on Google Ads? Google itself offers over half a dozen options.
In many cases, the end goal is to sell more products/services. However, a company can create a search campaign to generate leads, bring in website traffic, get people to browse through company products/services, build awareness of the company and what it offers, promote a company's app, or bring people into the local store or office.
Google also allows marketing professionals to create a campaign without a specific goal's guidance. It's not advisable but it can be a good idea if you have multiple goals for your search marketing campaign or would like to see how your ads impact a particular audience.
Choose a Campaign Type
Once you've chosen your objective, it's time to choose your campaign type. Google offers advertising for Google search, display ads, Google shopping ads, video ads, smart ads for small and medium businesses, app ads and Discovery ads. There is also a Performance Max category designed to reach audiences across Google with one campaign.
Bear in mind that no campaign type is inherently better than another. The type of campaign you use will depend on your company's core goals, audience, location, budget, and other factors.
Now it's time to decide what you want to focus on. In most cases, you want clicks. Clicks will take people to the website content you linked to in your advertisement.
Once you've decided on your focus, it's time to decide if you want to set a maximum cost per click bid. It's a good idea to do so, or your advertising campaign could way over budget.
Now it's time to set some valuations in campaign settings. You'll be asked to decide if you want your ads shown on Google's search network and/or Display Network.
You'll need to set a location for your ads. Bear in mind that the broader the location, the more your campaign will cost. The choice is pretty simple for small business owners who run a store or shop in a particular locality, as such individuals would likely only select their city or county.
If you run an online store that ships products throughout the United States or even internationally, avoid the temptation to set broad parameters. You can run more than one Google Adwords campaign and it's wise to tailor your search ads campaign to meet the needs of clients in different states.
Once you've chosen a time, it's time to choose a language. This is pretty straightforward.
Now it's time to choose your audience segments. You can pick literally any category you like. It can be users of a particular age or gender. It could be people from a particular geographic location or individuals from a particular ethnic background.
Alternatively, you may want to select audience segments based on which individuals have searched for your keyword in the recent past. People who have needed products and/or services similar to those you're offering are far more likely to do business with you than those who may not need or be interested in what you're offering.
As you can see at the top of the page, there is a line for creating new segments in Audience Manager. At the bottom, you are given the option of targeting your ad campaign to reach your chosen audience or using Observation mode. The latter is recommended as it allows Google to show your ads to potential customers who may not fit your narrowly-defined parameters.
The "More Settings" section has some important features you won't want to skip. You can select Ad Rotation so people see different ads from your company. This feature also enables you to automatically program Google to give priority to your best-performing ads.
You can also schedule start and end dates for your ad campaign, set time targeting, and set URL options for your campaign. The link to your URL should directly relate to your ad. Never link to your homepage and expect prospective clients to wade through your menu to find the products and/or services you promoted in your ad.
Keyword Suggestion Tool
As was touched on above, you'll need to select the right keywords in order to effectively reach your target demographic. If you've done this beforehand, you don't necessarily need to use Google's Keyword Selection Tool. It's an option and you can skip it.
On the other hand, there are some good reasons to take advantage of this tool and all that it offers. When you put your website at the top, the tool will suggest keywords based on your site content, thus giving you insight into Google's perception of your site. You may discover some keywords you hadn't thought of beforehand.
The Keyword Suggestion Tool is also great for learning about your competitors, as you can put literally any website address in the top box. Seeing which keywords your competitors rank well for in Google can help you identify niche audiences that others in your field aren't reaching.
On the right-hand side, you'll see weekly estimates based on your keywords and daily budget, along with a weekly cost estimate and average per-click rate. This feature can help you ensure your Google ads campaign isn't blowing a hole in your marketing budget. It can also help you accurately assess the ROI for your Google search marketing campaign.
Scroll down and you'll see the headline selection section. It allows you to pick headlines for your ads and select the website URL each headline will be linked to. On the top, it shows how Google ranks the strength of your ad campaign.
When you're done on this page, click next. You'll be taken to a page confirming your daily budget for your ad campaign. When you're done on this page, Google will look over your information to make sure it's complete and there are no mistakes. Then you're done. You've successfully set Google display ads value propositions.
How to Monitor your Google Ads Campaign
Setting your key value proposition in Google isn't a one-time task. You'll need to continually monitor your search campaigns to ensure they are getting the right results.
Visits and Sales
When monitoring your search campaigns, consider not only the number of visits to your site but also the number of sales. See who is most likley to purchase items/services from your site and what keywords brought in the most customers.
It's also important to consider net profits when going over your ad data. For instance, perhaps one keyword only generated a few sales but it boosted sales of products with the highest profit margin. Other keywords may have brought in more sales while they actually have a lower ROI than may initially be apparent.
Make sure your campaign is still reaching the people who are most likely to purchase
goods/services from you. If this isn't the case, consider who is coming to your site as a result of your campaign. Are there new niche audiences showing interest in your business? If so, you may need to tailor your marketing campaign to meet their needs.
Is your campaign bringing in visits but not sales? If this is the case, check your website statistics to analyze visitor behavior. If people almost immediately leave your site, you'll likely need to change your location, time, and/or keyword settings. If people look through your site before leaving, consider their activity to make sure your site is user-friendly and has the right content to answer potential customer questions.
Google shows an initial cost per click for your search campaigns but that doesn't mean the cost will stay the same indefinitely. If your keywords become increasingly competitive, your ads cost may rise.
If you find your costs rising, you have several choices. You can limit the mediums on which your ads are displayed, using only the ones that bring in the best results. You can adjust the time settings so your ads aren't displayed as often as they were previously.
Alternatively, you can find new keywords that aren't as competitive as the ones you initially chose.
Don't forget to make seasonal changes to your ad campaign when warranted. People shopping for holiday presents, for instance, may expect to see special offerings, discounts, and holiday-themed ads. If you are targeting consumers from a particular ethnic background, be aware of their culture, customs, and holidays.
A/B testing is always in order, even if your Google search campaigns are doing well. There are multiple variables you can test, including keywords, timing, and location.
Testing variables helps you see which propositions are most effective in bringing in site visits and generating sales. It also enables you to get a better idea of what your target demographic wants and needs from your business.
Learning how Google search ads work is a life-long process. Google regularly changes it algorithms, which affects not only search engine optimization but also search campaigns. What's more, your audience will likely change over time as technological developments, world conditions, and other factors affect what people needs and want from your business.
However, this information should not stop you from developing a successful Google marketing campaign by choosing the right parameters to set when you start your campaign.
Recent statistics show that people who click on ads are 50% more likely to buy something from you than those who click on organic search results. What's more, ads can boost awareness of your business by a whopping 80%, thus bringing in long-term traffic and sales.
To see the best results, follow the steps outlined above. Don't skip anything or leave information blank. The more research your put into your ad campaign, the more effective it is likely to be.
What's more, as you monitor your campaign, you'll learn more about how search campaigns work and what parameters need to be set to bring in the best results at any given time. You'll also learn more about your target audience while collecting valuable data that enables you to meet customer needs now and in the future.
Everyone wins when you learn how to set key value propositions on your campaign. Your business grows and your customers see improved product/service offerings based on their past interactions with your site.